Tourist use limits with turtles in Cozumel

•Tourism carrying capacity evaluation for the release of sea turtle hatchlings.•Optimal visiting range for a sustainable tourist use of protected natural areas.•Tourism carrying capacity model for direct contact with fauna.•Multidimensional tourist planning method: territory, ecology, society, management.•Theory of social limits for the use of nature. The release of sea turtle hatchlings has become an important tourist activity in several beach destinations; however, this activity has generated crowds and inadequate situations that could negatively affect this species and its chances of survival. The objective of this research was to determine the tourism carrying capacity for the release of sea turtle hatchlings in a natural protected area in the island of Cozumel. A multi-criteria method was applied, with data from biological monitoring and a review of current environmental laws and regulations. As a result, the tourism carrying capacity was estimated at 1466 people or 147 groups per season. In addition, four good environmental practices were proposed for tourist guides and tourist services providers. This study will improve the conservation of this ecologically and economically important species, which is endangered worldwide.